Rally's Hamburgers, Louisville, Ky., set March 29 for the launch of its first major campaign from new agency M&C Saatchi, New York. The $12 million effort is aimed at cutting through the promotional clutter of the fast-food business. It marks the debut of a new theme, "Make me a burger. Hold the hype." The campaign includes four 30-second TV spots, radio and outdoor. Spot TV buys are slated for 14 markets in such shows as "Seinfeld," "E.R.," "X-Files" and "Ally McBeal.' Rally's operates more than 450 restaurants, primarily in the Midwest.
Copyright March 1998, Crain Communications Inc.